实用外贸英语市公开课一等奖百校联赛特等奖课件.pptx
《实用外贸英语市公开课一等奖百校联赛特等奖课件.pptx》由会员分享,可在线阅读,更多相关《实用外贸英语市公开课一等奖百校联赛特等奖课件.pptx(29页珍藏版)》请在咨信网上搜索。
1、Unit 3 On Price第1页 It is known to all of us that price,which should be carefully considered,is one of the most important factors in the international business activities.众所周知,价格是国际商务活动中应该认真考虑主要原因。Price is the money or other considerations exchanged for ownership or use of a product or service.The pr
2、oducts price includes fixed cost,variable cost and expected profit.价格就是为取得或者使用某种商品或服务而支付货币货其它酬劳。商品价格包含固定成本,可变成本和预期收益。第2页 The fixed cost and variable cost of export products mean the total figure of production cost,selling cost,delivering cost,taxes and tariffs and some other unknown costs.出口商品固定成本和可
3、变成本是指生产成本,销售成本,交货成本,普通税和关税以及其它不可预料成本所组成总成本。In any transactions,the buyer wants to buy cheap and the seller wants to sell dear.In order to get the expected target,the buyer or the seller should know the pricing strategies and other factors which can influence the price.在任何交易中,买方希望买最低价,卖方希望卖高价。为了到达各自目
4、标,买卖双方都应该了解定价策略和其它影响价格变动原因。第3页 1.Pricing Strategy 定价策略定价策略 Pricing strategy is part of the process of developing an overall marketing strategy.According to objections of a company,the pricing strategy may be demand-oriented or competition-oriented.定价策略是制订整个营销策略过程一部分。依据企业目标,定价策略能够分为需求型和竞争型两种。第4页 Dema
5、nd-oriented pricing examines the intensity of demand as expressed by consumers.Price varies with the intensity of demand for a product,with a high price charged where there is a high degree of interest in the product and a low price when demand is weak.需求型定价策略考虑是消费者表现出对商品强烈需求愿望。因为消费者对商品需求愿望不一样,价格也随之
6、不一样,假如对某种商品需求尤其强烈,其价格也会高很多,如需求量小,该商品价格会很低。第5页 Competition-oriented pricing examines the pricing behavior of competitors.Firms which rely entirely on the competitive element to determine a price will set it at a level which is just above or below the prices obtained in the market.竞争型价格策略考虑是竞争对手问题。假如企
7、业完全依靠竞争来决定价格话,该价格会高于或低于市场预期。第6页 Besides what have been mentioned above,the internal and external factors which can affect pricing should be noted.除此之外,还应考虑到影响定价内部和外部因素。Internal factors:(1)marketing objectives 营销目 (2)marketing mix strategies 营销组合策略 (3)costs 成本 External factors:(1)the market and deman
8、d 市场与需求 (2)competitors price and offers 竞争对手价格和条件第7页 In practical business negotiations,because bagging is a common occurrence,the buyer or the seller should not ignore the following items,which can also affect pricing.在实际商业谈判中,因为讨价还价是常有事,所以,不论是买方还是卖方都不可忽略以下原因,因为它们也对定价产生影响。fluctuation of the currenc
9、y used in the transaction 交易中所使用货币波动性terms of payment 支付条款date of delivery 交货日期packing 包装第8页Everyone knows that negotiating price is a skill needing nerves of still.Once given the factors affecting prices,the buyer or the seller is now ready to select a workable price.In any case,the price will have
10、 to be somewhere between one that is too low to produce a profit and one that is too high to result in any demand.大家知道,议价是一个技术,需要从容和胆略。在了解到影响到价格原因后,买方或者卖方就应选择可行性价格。不论在任何情况下,价格既不能太低,也不能太高,应在二者之间。价格太低,无利润可言;价格太高,无需求可言。第9页 In business negotiations,even when the buyer has an advantage than the seller,be
11、cause of overproduction,and is accordingly able to dictate terms,such as lowering the price,quickening delivery date and so on,he should consider everything on the seller attitude and give the reasonable price.Of course,when the seller has an advantage over the buyer,the same attitude should be adop
12、ted.在商业洽谈中,因为生产过剩等原因,即使买方比卖方具 有一定优势,并能提出种种条件,比如降低价格,缩短交货期等等,他也应该从卖方态度来考虑问题,并给予合理价格。当然,当卖方比买方含有一定优势时,也应采取一样态度。The most important factor for the buyer to bear in mind is that the price it accepts in a contract ought to be competitive in home market.对买方来说,最主要是切记在协议中接收价格应在国内市场含有竞争力。第10页2.Pricing Object
13、定价目标 Every market task,including pricing especially,must be directed toward the achievement of a goal,in other words,management should decide on its pricing objectives before determining the price itself.The objectives can be divided into two kinds:long-term objectives and short-term objectives.市场上每
14、一项工作,尤其包括定价,必定是为了达到某种目。换而言之,经营者在决定价格本身之前,必须首先明确定价目标。定价目标可分为两类:长期目标和短期目标。第11页 Long-term objectives are usually concerned with profitability and market share.Firms which consider price as a strategic marketing weapon will devote more attention to long-term price objectives than those which view price
15、as a tactical instrument to gain short-term advantage in the market.长久目标通常是关于盈利情况和市场份额。有些企业把价格作为一个战术伎俩以求在市场上取得短期优势。与此相比,那些将价格作为战略性营销武器企业,则更重视定价远期目标。第12页 Short-term objectives are usually specified in annual budgets developed by the firm for a number of items including profits,sales volume and market
16、 share.短期目标普通表达在企业年度预算中,包含利润,销售额和市场份额等几方面。The main objectives whether long-term or shot-term,established by the company are oriented either toward profits,toward sales,or toward maintaining the status quo.企业所确定主要目标,不论长久还是短期,都是为了取得利润,扩大销量或维持现实状况。第13页3.Pricing Principles 定价标准定价标准 It is very complicate
17、d to make a good price for a product in the import and export business.In order to do it well,we should carry out correctly our pricing principles and be sure to master the changing trend of the international market.We must taken into account all the factors that may influence pricing and reinforce
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 实用 外贸英语 公开 一等奖 联赛 特等奖 课件
1、咨信平台为文档C2C交易模式,即用户上传的文档直接被用户下载,收益归上传人(含作者)所有;本站仅是提供信息存储空间和展示预览,仅对用户上传内容的表现方式做保护处理,对上载内容不做任何修改或编辑。所展示的作品文档包括内容和图片全部来源于网络用户和作者上传投稿,我们不确定上传用户享有完全著作权,根据《信息网络传播权保护条例》,如果侵犯了您的版权、权益或隐私,请联系我们,核实后会尽快下架及时删除,并可随时和客服了解处理情况,尊重保护知识产权我们共同努力。
2、文档的总页数、文档格式和文档大小以系统显示为准(内容中显示的页数不一定正确),网站客服只以系统显示的页数、文件格式、文档大小作为仲裁依据,平台无法对文档的真实性、完整性、权威性、准确性、专业性及其观点立场做任何保证或承诺,下载前须认真查看,确认无误后再购买,务必慎重购买;若有违法违纪将进行移交司法处理,若涉侵权平台将进行基本处罚并下架。
3、本站所有内容均由用户上传,付费前请自行鉴别,如您付费,意味着您已接受本站规则且自行承担风险,本站不进行额外附加服务,虚拟产品一经售出概不退款(未进行购买下载可退充值款),文档一经付费(服务费)、不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
4、如你看到网页展示的文档有www.zixin.com.cn水印,是因预览和防盗链等技术需要对页面进行转换压缩成图而已,我们并不对上传的文档进行任何编辑或修改,文档下载后都不会有水印标识(原文档上传前个别存留的除外),下载后原文更清晰;试题试卷类文档,如果标题没有明确说明有答案则都视为没有答案,请知晓;PPT和DOC文档可被视为“模板”,允许上传人保留章节、目录结构的情况下删减部份的内容;PDF文档不管是原文档转换或图片扫描而得,本站不作要求视为允许,下载前自行私信或留言给上传者【a199****6536】。
5、本文档所展示的图片、画像、字体、音乐的版权可能需版权方额外授权,请谨慎使用;网站提供的党政主题相关内容(国旗、国徽、党徽--等)目的在于配合国家政策宣传,仅限个人学习分享使用,禁止用于任何广告和商用目的。
6、文档遇到问题,请及时私信或留言给本站上传会员【a199****6536】,需本站解决可联系【 微信客服】、【 QQ客服】,若有其他问题请点击或扫码反馈【 服务填表】;文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“【 版权申诉】”(推荐),意见反馈和侵权处理邮箱:1219186828@qq.com;也可以拔打客服电话:4008-655-100;投诉/维权电话:4009-655-100。